• Blog /
  • lead-generation-strategies

How to Turn Website Visitors into Buyers: Strategies for B2B Success

27 Dec 2024

By Glenna

https://www.arounddeal.com/images/91/nz/4a/Untitled (1200 x 808 px) (12).png

Traffic. Every business wants more website visits, but traffic alone doesn’t bring income (unless you base your business on ad revenue). The real challenge is turning those visitors into paying clients. Loyal, paying clients.

With so much competition online, simply having a brand-new modern website or a great product isn’t enough. 

Companies must focus on conversion, guiding visitors from "just looking" to "ready to buy."


Turn Website Visitors into Clients

Let's take a closer look at the actions you need to take to turn an onlooker into a faithful client. 


Create a Buyer-Centric Experience

People are looking for a solution to their problems, not a new product or service. For instance, people don't want to hire a house painter. No, they need their house painted. They are not looking for a new marketing tool - they need more business and higher profits.

So, you have to convince people that you have a solution to their problems and needs. When visitors land on your website, they have one question in mind: “Can this site give me what I need?” If they don't find the answer quickly, they’ll leave. To keep them engaged, you need to create a user experience that’s laser-focused on their needs. That's how you turn visits into sales.

But how to do it?


Clean Design and Copy

Your copy should be clear, engaging, and welcoming to everyone -  not just industry experts or frequent customers. First-time visitors need to instantly understand what problem you solve and how your solution helps. If it’s too complex or full of jargon, you risk losing them before they even get started.


Easy Navigation

Don’t overload your site with too many menu options. Guide visitors naturally through the buyer’s journey. Tailor landing pages to the specific interests of your visitors. For example, if they click on a specific ad, the landing page should directly reflect that offer or topic.


Clear Call-to-Actions (CTAs):

Every page should guide users toward a clear next step, whether it’s “Get a Quote,” “Download the Guide,” or “Start a Free Trial.” Your calls-to-action (CTAs) should be visually distinct and action-oriented, but avoid being too forceful. Subtle shifts in language can have a big impact. One company selling high-end tours (priced over $50K) saw poor results with a “Book a Tour” CTA. But after changing it to “Plan Your Tour,” engagement increased significantly. Why? Buyers are hesitant to commit to a large purchase immediately, so a softer approach makes them feel more in control.


Build Trust and Authority

Zig Ziglar said, ”If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.” But how do you establish trust with people who have never heard of you? Well, It starts with authority.

How to build trust and authority:


Social Proof

People trust other people like them. Showcase testimonials, client reviews, and recognizable brand logos of companies you’ve worked with.


Industry Certifications 

Display security badges, payment protection seals, and industry certifications prominently on your website.


Authoritative Content

Publish case studies, industry reports, and in-depth guides to help your clients (and potential clients) and position your brand as a thought leader.


SEO Authority

In people’s minds, a high spot on Google equals trust. They assume someone else has vetted the companies and ranked them accordingly. This is where backlinks become essential. High-quality backlinks from reputable sites signal to search engines (and potential customers)  that your brand is credible. To do this, a business might hire a link building service to get backlinks from trusted websites, improving visibility and building trust.


Be Active

Never underestimate the power of “I've seen that company before.” Share your content, opinions, and advice on social and business networks, and forums - places where your target audiences gather.


Use Retargeting to Bring Visitors Back

Most people won’t convert on their first visit. In fact, research shows that 98% of visitors leave without taking action. But that doesn’t mean they’re gone for good. Retargeting allows you to bring them back.

How retargeting works

When visitors leave your site, you can “follow” them with retargeting ads on Google, Facebook, and LinkedIn.

Retargeting ads are reminders that bring users back to your site with offers like "20% Off Today Only!"

Use platforms like Google Ads, Facebook Pixel, and LinkedIn Retargeting to create these campaigns. 


Offer Incentives That Motivate Buyers

Sometimes, people need a little extra push to make a purchase. Incentives can do that. However, the trick is to find the one that works.

What incentives work best?


Limited-Time Discounts

Urgency is a strong motivator. Create flash sales or limited-time offers.


Free Trials or Samples

This is especially powerful for SaaS companies and subscription services. Experiment with your offers to get the right one. For instance, 30-day free trials have high customer acquisition (32%) and conversion rate (56%), which is 28 times more effective than free products.


First-Time Buyer Offers 

Encourage first-time visitors to buy by offering discounts when signing up for your email list.


What Strategies to Choose

We’ve shared several powerful strategies, but the goal isn’t to choose just one. Apply all the ones that fit your business and blend them together. And, through experimentation, you’ll discover the ideal balance. These strategies are most effective when used together, not separately.


marketing

Recommended Reading